by : GORDON FULLERTON
THE WORKPLACE REVIEW September 2004, pp. 36-42
Customer relationship management (CRM) programs are currently in vogue. A CRM program is any formal mechanism that the firm introduces with the goal of increasing customer retention rates. The points-based program is the most popular form of CRM program, although as we shall see, there are others. Organizations adopt these programs because they believe that they facilitate the development and enhancement of relationships with their customers.
But why do organizations want to develop relationships with their customers? As many researchers and practitioners have pointed out, relationship marketing has emerged because it is easier and more profitable to retain existing customers than it is to acquire new ones [1]. In addition, in an era where new products and services are being developed at an accelerating rate, it is usually easier to sell these offerings to customers who already buy one or more of the businesses existing products than to customers who have not bought any of the firm’s products before.
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si* (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
*Profil Lengkap, lihat (click) di sini
Related Posting :
Tidak ada komentar:
Posting Komentar